We are all grown-up children. Thanks to the boom of charms, which we attach to everything from bags to beauty products, and the ever-powerful effect of nostalgia, we love surrounding ourselves with quirky trinkets, plush toys, Y2K gadgets, and characters from anime and cartoons, like the ever-popular Hello Kitty. It’s no surprise, then, that POP MART, the Chinese toy manufacturer that opened a store in Corso Buenos Aires, Milan, last July, is thriving. Led by CEO Wang Ning, the company aims to conquer the world with a strategy focused on the intellectual property of characters like Molly, Skullpanda, Dimoo, and Pucky. Beyond opening new stores worldwide, the first step is expanding into the jewelry market. After testing the waters with collaborations, limited editions, and pop-ups, POP MART officially launched its jewelry brand, POPOP.
What does POPOP, POP MART’s jewelry brand, offer?
Don’t expect maximalist and playful bijoux made of colorful plastic. POPOP focuses on a more refined and sophisticated aesthetic, which some have criticized for being too similar to brands like Pandora. Although inspired by POP MART’s toy universe, featuring characters like Molly and Skullpanda, its necklaces, earrings, rings, and bracelets stand out for their delicate design. The collection, launched just in time to celebrate Lunar New Year and Valentine’s Day, primarily includes items crafted from sterling silver (92.5% silver), cubic zirconia, and artificial pearls, adorned with finely crafted charms representing the company’s most popular characters. Fans of the brand are already buzzing with excitement, undoubtedly ready to queue for their desired jewelry pieces. Unfortunately, POPOP products are currently available only from January 15 to February 14 in Shanghai at POPOP Shanghai IFC and POPOP Shenzhen OneAvenue Zhuo Yue Center. Another downside noted by many fans? Prices range from 249 yuan to 2,699 yuan.